Echo Dot (3rd Gen) - Smart speaker with Alexa - Charcoal

Use your voice to play a song, artist, or genre through Amazon Music, Apple Music, Spotify, Pandora, and others. With compatible Echo devices in different rooms, you can fill your whole home with music.

Buy Now

Wireless Rechargeable Battery Powered WiFi Camera.

Wireless Rechargeable Battery Powered WiFi Camera is home security camera system lets you listen in and talk back through the built in speaker and microphone that work directly through your iPhone or Android Mic.

Buy Now

Pandora is asking users to say ‘yes’ to interactive audio ads

0
113


Pandora is now testing interactive audio ads, the company announced Thursday. The ads require users to verbally engage before the rest of the ad’s content is played.

Pandora is asking users to say ‘yes’ to interactive audio ads 1
The interactive voice ads are also accompanied by an on-screen ad. Audible and visual prompts cue the user to respond verbally. Source: Pandora.

Say “yes” at the tone. For its initial rollout, Pandora has partnered with Doritos, Ashley HomeStores, Unilever, Wendy’s, Turner Broadcasting, Comcast and Nestle to create audio ads that entertain, present tips, etc. to grab users’ attention and entice them to listen to the rest of the ad.

For example, DiGiorno’s ad presents the listener with a joke, “What did the Digiorno rising-crust pizza say to the oven when things started getting head?” then, the user is prompted to verbally respond “yes” to hear the rest of the joke.

At the beginning of each ad, users are explicitly informed that they are listening to a new type of ad that requires verbal engagement. If the user says “no” or does not respond within a few seconds, music playback resumes.

Why we care. Targeting and accurately measuring the return on audio ad campaigns has been a struggle for advertisers. By adding a layer of engagement, advertisers may be able to extract more insights on what users are interested in, which can enhance targeting and help to justify their ad spend.

YouTube’s TrueView ads that allow users to skip after five seconds have been a hit with advertisers, who pay only after the five-second mark. Pandora’s inversed opt-in approach may also strike a chord with advertisers and users. Prompting users to respond to the ad also helps to capture their attention, which may make ads more effective.


About The Author

Pandora is asking users to say ‘yes’ to interactive audio ads 2

George Nguyen is an Associate Editor at Third Door Media. His background is in content marketing, journalism, and storytelling.





Read More

LEAVE A REPLY

Please enter your comment!
Please enter your name here